What is a PPC search campaign?
A PPC (Pay-Per-Click) search campaign is a type of paid digital marketing campaign that shows your ad to internet users when they search for specific terms using Google.
Think of it as your chance to grab attention right at the moment someone is actively looking for what you offer. You create a text ad that showcases your product or service, which gets displayed based on the keywords you choose.
You won't be charged for the ad being shown and only pay when someone actually clicks on your ad—hence, "Pay-Per-Click."
Learn more about The 9 Google Ads Types & Which Is Best for Your Campaign.
What does a search campaign look like?
A search campaign includes several key components:
- Keywords: The search terms you want your ads to show up for.
- Negative Keywords: Terms you don't want your ads to show for.
- Ads: The text ads that are displayed when users search for your chosen keywords.
- Ad Groups: Segments within your campaign to target different offerings.
- Landing Page: The destination where users land after clicking your ad.
How it works: keywords & quality score
Your Quality Score is a metric in your Google Ads account that evaluates the relevance and effectiveness of your keywords.
Google provides a rating from one to ten based on how well your keywords align with your ads and landing pages. This rating directly impacts both your ad's position and its cost-per-click (CPC) with higher Quality Scores increasing your chances of securing better ad placements at a lower cost.
What are the 3 contributing factors to Quality Score?
Your Google Ads Quality Score is calculated based on three key metrics:
1. Ad relevance
Ad relevance quantifies how closely your ad matches the intent behind a search query. To achieve high ad relevance, your Google Search ad’s copy should speak directly to the keywords you’re targeting.
2. Expected Click-Through Rate (CTR)
Expected CTR is Google's best guess of how likely it is that someone will click on your ad when it’s shown. A higher expected CTR means that users find your ad compelling and relevant to their search. To increase expected CTR, focus on writing engaging and persuasive ad copy.
3. Landing page experience
Your Landing Page Experience score sums up how relevant and useful your landing page is to those clicking on your ad. A high-scoring landing page means its content aligns with your keywords and ad copy and offers a smooth user experience (think quick load times, mobile optimisation, etc.).
5 Google Ads tips for a higher Quality Score
Want to score big with Google Ads? From finding the best keywords to crafting good search ad copy, here are our 5 tips for improving your Quality Score in Google Ads.
1. Search volume & Google Ads bidding strategies
Start with the basics: make sure your chosen keywords have actual search volume. Too often, businesses target keywords they think they should rank for, which don’t actually align with real user searches.
So, how do you find the best keywords for Google Ads? Google Keyword Planner is your go-to tool — it shows which terms are being searched, how competitive they are, and what kind of CPC to expect. These insights will help shape your Google Ads bidding strategies to ensure you’re getting the best bang for your buck.
2. Grouping & intent
Make sure all of your keywords are grouped together by a common theme. When planning any search campaign, each ad should align with the keywords, landing page, and the intent of the user’s search
Not only does this help with quality and relevance, but it also makes reporting more insightful, as all data is segmented at both the campaign and ad group levels.
3. Keep copy relevant
To write good Google Search Ads, your copy and headlines must match the searcher’s intent and clearly describe what you’re offering.
Essentially, if someone’s searching for “affordable running shoes”, your ad better scream “affordable running shoes”. Remember, you also need to balance your ad copy with your target keywords in your headlines and descriptions to reinforce relevance and boost CTR.
4. Landing pages
Your landing pages need to be as on-point as your ads. They should reflect your target audience’s search intent and provide a seamless path to conversion—think clear call-to-actions, blazing-fast load times, and direct relevance to your keywords.
Does your business offer different services or products? If so, you need different landing pages. Trust me, it’s worth the effort.
5. Get expert help
Whether you’re just starting or have been running Google Ads for a decade, having an expert in your corner—be it an in-house pro or a dedicated agency team—can make a massive difference.
From optimising your audience targeting to avoiding costly mistakes, expert guidance can be invaluable at every stage of the PPC lifecycle.
Conclusion
Improving your Quality Score in Google Ads goes beyond just following best practices; it requires a deep understanding of the underlying principles of ad relevance, expected CTR, and landing page experience.
By honing in on these factors and leveraging the tips above, you can boost your Quality Score, achieve better ad placements, and reduce costs.
Need help optimising your Google Ads or planning your next search campaign?
Book a quick chat with us today!
Written by
Eoghan Groonell
